Companies that put design at their core perform better
The red dot institute – yes, the one that hands out the awards – has researched the performance of listed companies that have received a ‘designteam of the year-award’. The ones included are Adidas, Apple, Audi, BMW, Daimler, LG Electronics, Nokia, Philips, Siemens, Sony and Tupperware. They compared these companies to the development of Dow Jones and Euro Stoxx 50.
What shows?
The red dot design index performed noticeably better than comparative indices. It outperformed the Euro Stoxx 50, Dow Jones and the DAX. The Euro Stoxx 50 was even outperformed by 136.7% at the beginning of 2010.
Of course the Red Dot Institute uses this performance index as a promotion for their awards and there are much more variables that play a role, but the difference in performance is clear.